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EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER CREDIBILITY PERCEPTION AND ATTITUDE TOWARD LUXURY BRANDS

Title
EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER CREDIBILITY PERCEPTION AND ATTITUDE TOWARD LUXURY BRANDS
Author
박석철
Keywords
luxury goods; corporate social responsibility; corporate credibility; brand attitude
Issue Date
2017-06
Publisher
SOC PERSONALITY RES INC
Citation
SOCIAL BEHAVIOR AND PERSONALITY, v. 45, no. 5, page. 795-808
Abstract
We examined the effect of corporate social responsibility (CSR) on consumer behavior in relation to luxury brands. We adopted a 2 x 3 factorial design to examine 2 product types (rational and emotional) and 3 types of CSR activities (donations, employee volunteering, and nonperformance of CSR) to examine the effects of the CSR activities of a company manufacturing a luxury brand on consumers' perceptions of that company's credibility and the consumers' brand attitudes. The results showed that after CSR exposure there was no significant difference for the three measures, regardless of product type or CSR activity. However, we found statistically significant differences in brand attitude and perception of credibility when companies did not engage in CSR activities.
URI
https://www.ingentaconnect.com/content/sbp/sbp/2017/00000045/00000005/art00008;jsessionid=11c3lmw667va1.x-ic-live-03https://repository.hanyang.ac.kr/handle/20.500.11754/114577
ISSN
0301-2212; 1179-6391
DOI
10.2224/sbp.5897
Appears in Collections:
GRADUATE SCHOOL OF JOURNALISM AND MASS COMMUNICATION[S](언론정보대학원) > ETC
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